Email marketing etiquette

Email Marketers run the gamut from good to bad to naive.

Obviously, bad refers to those who send junk mail, otherwise known as spam. They don’t care how much time it takes for you to sort through your inbox or how much you pay for filters to keep them out of your inbox.

Naive email marketers are much more common. They mean well and they are generally good people with a good product offering. Unfortunately, they have no idea what mischief they are causing.

Here’s how you can make yourself look good to your email recipients:

First, remember that email, unlike other forms of advertising, is paid for by the recipient. The person receiving your email is paying to receive internet access and that includes the privilege of an email account. Sure there are “free” accounts out there, but those accounts are paid for by the sponsors on the sites and people who buy from those sponsors. So don’t send it too often or people will get sick of you!

The bottom line; is don’t abuse the privilege of email! That’s why people hate spam so much.

Second: Always provide a way to unsubscribe. No excuses. Whether you are emailing to all of the contacts in your Outlook database or you are using canned mass email software, always provide a way for the recipient to opt out. And when people ask to be removed from your list, do it quickly without further correspondence.

Next, remind people why they are receiving your email. Be specific as possible. You may have seen this in emails you have received as a message preceding the actual email itself.

And, be sure to use a real email address when sending out the message. Don’t use something made up like “newsletter_list_abc@abc.com.” People won’t recognize the address and it’s more likely to trigger a bulk spam filter.

When you send your message, stay away from large files like flash files, sounds, videos, etc. If you have ever tried to send any of these file types to just one person you know how difficult it is to send and receive.

Collect your own email addresses.

It’s tempting to email a “rented” list but most often those lists contain bad addresses and people won’t be as receptive to your communication. When you email people who are sure they want to hear from you, your response rate is much higher.

If you are a member of an organization, be sure to mention the association in your email. If you want to email an associate’s list, the email must be sent from your associate to their list. Adding a personal note will go far with this type of email, “Here’s information from one of our valued partners . . .”

Use an opt-in system. Opt-In means that the recipient has chosen to be a part of your email list whether by signing up at your location or online. If you are really good you’ll use a “double opt-in” system to be very sure that your recipients are aware of and want to be on your list. This not only keeps your list cleaner with better results, but it also serves as a paper trail should you be reported to your internet service provider as sending spam.

And speaking of spam; be sure you follow the rules of the Canned Spam Act.

By keeping the rules of email in mind, you’ll not only enjoy a high response rate but you’ll also be considered a courteous emailer and will enjoy many referrals to your list.